Big data, smart data, little data. Data is everywhere; it powers our daily lives. As consumer media consumption continues to shift digitally, marketers are faced with a new set of challenges in reaching their audiences with the right message, at the right time, and through the right channels. Marketers’ ability to collect and analyze data — big, small, social and otherwise — is needed to help create great customer experiences. This discussion will take a look at the ways marketing is adapting across people, platforms, processes, screens, and channels because of this surge of available data.